Hello,
I'm a creative problem solver with a great deal of curiosity. Driven to craft brand stories that embrace the philosophy “perfection is achieved when there is nothing left to take away”, I work smart to keep it simple. Above all, I’m not the type to sit back and point my finger in the direction others should go. I’m a creative strategist and I roll up my sleeves to do the work because I love to create.
Crafting an impactful brand story takes a dedicated approach, skillfully integrating stages of discovery, strategy, design, and development. My process merges insight and innovation, creating a seamless transition between narrative and technology, resulting in a holistic, memorable experience.
Here’s how I can help:
Creative Direction, Art Direction
New Business Pitches & RFPs
Concept Development, Campaign or Positioning
Team Leadership, Mentoring & Growth
Brand Strategy, Launch or Refresh
Photo & Video Direction
Content Strategy
Digital Best Practices, eComm & ADA Compliance
Positive & Collaborative Client Rapport
Professional recommendations and testimonials are available on my LinkedIn Profile.
Experience
Creative Director - Mission Minded
February 2024 - present
Leading the agency creative department to deliver bold brand creative work across print, digital, web, and video.
Digital Creative Director - RR Donnelley
August 2023 - January 2024
Leading a remote digital creative team and delivering compelling creative and digital best practices for clients including Albertsons, Jeep, Midas, and AT&T.
Creative Director - Opus Agency
May 2022 - June 2023
Collaborating with global brands to drive maximum brand engagement through in-person and virtual experiences. Providing brand stewardship and exceptional creative direction that raises the bar and transforms singular events into brand movements.
Executive Creative Director - Terrapin
July 2021 - February 2022
Promoted to ECD to lead the Terrapin Marketing department and creative/brand direction for the full portfolio of completely vertical, multi-state cannabis brands.
Key Projects:
Rebranded the concentrate line, Double Bear, with a more focused brand position, new packaging, new apparel, resulting in the brand rising to the top 10 brands in Michigan.
Created and deployed a campaign for 4/20 across all Terrapin retail locations resulting in over 30% growth of the Terrapin social following and a massive spike in brand engagement.
Designed strain-specific flower packaging.
Doubled the size of the marketing department while mentoring and growing the talent within the creative team.
Creative Director - Terrapin
September 2020 - July 2021
Provided creative direction for all cannabis brands in the Terrapin portfolio including Terrapin Care Station, The Woods, and Double Bear. Navigated compliance while leading the creative vision and strategy for all brand touchpoints including campaigns, events, store experiences, product launches, packaging design, apparel design, photo/video shoots, and best-in-class consumer experiences.
Creative Director/Art Director - Hello Kato (freelance client work)
May 2004 - September 2020
Founded lean creative agency to provide creative consultation, brand development, digital strategy, and visual design for progressive and established brands in the health & wellness, lifestyle, and entertainment industries.
Services including creative direction, social content, leading photo/video shoots, brand strategy, and team development by assessing client needs, researching market trends, and developing pitches for client presentations.
Creative Director - TBWA \ The Integer Group
May 2019 - February 2020
Promoted to CD to lead a creative team of 6 art directors and copywriters to develop best-in-class creative strategy for the Pharmavite portfolio of brands including assets across digital, retail, OOH, and social channels. Contributed to eCommerce and creative strategy for new client business pitches across the agency as needed.
Key Projects:
Overhauled visual brand identity to pivot Nature Made toward a younger consumer base.
Redesigned Nature Made website to align with the full brand refresh and to meet ADA compliance.
Capitalized on subscription service momentum by creating Nature Made DTC brand from scratch.
Associate Creative Director - TBWA \ The Integer Group
October 2016 - May 2019
Provided creative work for global brands including Mars/Wrigley, P&G, COTY, Starbucks, World Kitchen, and Johnson & Johnson on teams of 7-12 art directors, copywriters, social strategists, and photographers.
Key Projects:
Oversaw global launch of Nestlé’s acquisition of Starbucks CPG.
Increased World Kitchen social engagement and conversion resulting in 73.3M total impressions, 136% increase in site traffic, and engagement rate increase from 0.38% to 11.03%.
Global Digital Design Director - Crocs, Inc
March 2014 - July 2016
Oversaw a design team of 4 for the creation and distribution of all eCommerce creative assets and global design guides. Fostered interdepartmental partnerships and improved company culture by closely coordinating between departments to drive a forward-thinking digital strategy.
Key Projects:
Increased brand engagement including product page visits by 80% and conversion by 30% by crafting B2C digital video content for branded campaigns, OOH, retail spaces, award-winning online videos, and innovative digital experiences.
Directed all lifestyle video content used in global retail stores, OOH, and across digital properties by coordinating alongside 2 creative teams on location.
Elevated Universal NBC and Crocs partnership by designing a full digital strategy spanning from an extensive email campaign to a full site takeover promoting the unique licensed Minions kids’ clog.
Senior Interactive Designer - Crocs, Inc
May 2012 - March 2014
Provided digital design assets across all consumer touchpoints for the global eCommerce brand experience. Presented digital trends and strategy to internal stakeholders leading to the development of unique, award-winning mobile shopping experiences.
Key Projects:
Designed mobile spring lookbook with a touch-friendly carousel of curated products; awarded Best Mobile Website Design.
Increased online conversions, brand awareness, and opportunities to use brand assets by launching additional mobile shopping experience projects within a year.